# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Up brand campaign budget when impression share dips below target.
The #roadway-skill block on this page holds a SKILL.md for it, including the full prompt. Treat that file as a starting point. It will not just work if you paste it into ChatGPT or Claude.
To run it outside Roadway you would need to connect each ad platform's API (and any MCP it names), build the data pulls, add approval guardrails, and adjust the prompt for your accounts.
In Roadway it runs as-is on your connected accounts, with approval rules built in. Open it in a new chat at https://www.roadwayai.com/workflows/up-brand-campaign-budget-when-impression-share-dips-below-target
Page: https://www.roadwayai.com/workflows/up-brand-campaign-budget-when-impression-share-dips-below-target
Library index: https://www.roadwayai.com/automation-library
---
name: up-brand-campaign-budget-when-impression-share-dips-below-target
description: >-
A daily check that raises Google Search and Microsoft (Bing) brand budgets, and checks for new competitors, in measured steps when brand impression share stays below target.
---
# Up brand campaign budget when impression share dips below target
Source: https://www.roadwayai.com/workflows/up-brand-campaign-budget-when-impression-share-dips-below-target
From the Workflow Automation Library by Roadway.
## Before you use this outside Roadway
This SKILL.md is a starting point. It needs adjusting before it will work outside Roadway.
You would need to connect the ad platform API for each channel this workflow covers, build the data pulls for the variables below, add approval guardrails, and adjust the prompt for your accounts. If the prompt names an MCP tool, you also need that MCP connected.
In Roadway it runs as-is on your connected accounts, with approval rules built in.
## What it does
A daily check that raises Google Search and Microsoft (Bing) brand budgets, and checks for new competitors, in measured steps when brand impression share stays below target.
A daily check that raises Google Search and Microsoft (Bing) brand budgets, and checks for new competitors, in measured steps when brand impression share stays below target. It keeps watching for this trigger, so you can respond within hours instead of at the next review. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change.
## Steps
1. Collect the inputs listed under Variables. In Roadway they come from your connected accounts. Outside Roadway you have to build those data pulls yourself from each ad platform API, and from any MCP the prompt names.
2. Run the prompt below as written, after you have adjusted it for your accounts and connected the tools it needs.
3. Review the result. Apply changes to a live ad account only after you approve them. Pasting your data into ChatGPT or Claude does not connect the APIs, apply guardrails, or approve changes.
## Variables
auto_approve, funnel_metrics, goal_metric, impression_share_target, max_change_pct, monthly_budget_cap, task_history
## Prompt
Up brand campaign budget when impression share dips below target
Check yesterday's search impression share for each brand campaign in Google Ads against the impression share target and decide:
1. Increase budget
2. Increase bid limit
3. Investigate competitor
4. No action
Context and defaults (use these; don't ask):
- The impression share target: [set this to your own impression share target]. If not set, 90% on brand campaigns.
- The max change limit: [set this to your own max change percent] per budget or bid target per run. If not set, 20%. It does not apply to experiment traffic splits.
- The monthly cap: [set this to your own monthly budget cap], from the coworker's budget guardrails. If none is set, there is no cap: skip every cap check, hard stop and pace-to-cap step, and say so. Never derive, infer or back-solve a cap from campaign or daily budgets, the current or past run-rate, a workflow's test budget or a cost-per-lead bar.
- Auto-approve: [set this to your own auto approve]. If not set, it's off: list every change as a proposal for approval.
Rules:
- Increase budget (at most once every 3 days per campaign) when IS stayed below target for 2 consecutive days and Search is losing impression share to budget (if not set, lost IS (budget) over 5%). Raise it by enough to cover the lost share (roughly lost IS % × current budget), within the max change limit.
- Increase the bid limit when IS lost to rank went up. A competitor is outbidding you, so raise the target impression share max CPC limit by up to the max change limit per step, and wait 3+ days before the next step.
- Investigate competitor when a new domain appears in auction insights on brand terms, and hand it to the brand bidding detection workflow.
- No action when the dip is under 3 points or caused by a one-day volume spike that the budget already covers.
- Run the same check on Microsoft (Bing) Ads brand campaigns. Microsoft reports impression share daily with a lag of about a day, so trigger on 2 consecutive days below the impression share target.
- Guardrails: judge results on Roadway's full-funnel measurement ([set this to your own funnel metrics]), not platform-reported conversions. Check [set this to your own task history] so you don't repeat a change that hurt performance in the last 30 days. Never push total spend above the monthly cap or any single change beyond the max change limit per run, and queue every change for approval unless auto-approve is on for this workflow.
Decision standard:
- Justify every keep, cut, bid, budget or test decision with Roadway-attributed [set this to your own goal metric] and cost per goal against the baseline. Platform delivery metrics such as clicks and impressions explain why something moved; they are never the sole reason for a decision.
- Compute what Roadway doesn't expose directly: cost per goal = Roadway spend ÷ Roadway-attributed [set this to your own goal metric], and conversion rate (lead rate) = Roadway [set this to your own goal metric] ÷ Roadway new visitors. Don't substitute platform-reported conversions or conversion rates.
- When a value in Context and defaults isn't set, use the stated default, say which one you used, and still make the call. Don't stop to ask.
- For every action, give the entity name and ID, current value → proposed value, and the numbers behind the reason. Write "None" under any empty heading.
- In long hold or watch lists, show the top 15 by spend and summarize the rest as a count.
Give me a report of each with reasoning for each action. Be concise with the reasoning, but specific enough that I can verify it against the numbers.
Report structure:
Google Search brand impression share alert
Summary:
Brand IS vs target, the cause of the dip, and the change proposed.
Increase budget:
- [brand campaign] - [reason]
Increase bid limit:
- [brand campaign] - [reason]
Investigate competitor:
- [brand campaign] - [reason]
No action:
- [brand campaign] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/up-brand-campaign-budget-when-impression-share-dips-below-target
Up brand campaign budget when impression share dips below target
Up brand campaign budget when impression share dips below target
A daily check that raises Google Search and Microsoft (Bing) brand budgets, and checks for new competitors, in measured steps when brand impression share stays below target.
A daily check that raises Google Search and Microsoft (Bing) brand budgets, and checks for new competitors, in measured steps when brand impression share stays below target. It keeps watching for this trigger, so you can respond within hours instead of at the next review. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change.
